I led Micron’s COVID-19 employee, customer, partner and community communications strategy during 2020. My communications response team, working nearly 24/7 beginning in January 2020, ensured our 38,000 team members felt safe and informed, that our investors, customers and partners felt confident in the continuity of our manufacturing operations, and that our communities were aware of Micron’s relief and response efforts to support the places we call home.
In late March 2020, we were scheduled to report our Q2 earnings, with Micron being carefully watched as one of the first semiconductor companies to report quarterly results after the COVID-19 pandemic had led to extensive lockdowns worldwide and in many of the countries where we had manufacturing.
I advocated for radical transparency in our approach to communications, and paired a detailed set of remarks to investors with a bold statement about Micron’s $35M commitment toward COVID-19 relief. Our approach led to a solid response from the street and investors during very uncertain times, and maintained confidence in the continuity of our operations and execution.
HIGHLIGHTS
I created and executed a clear lifecycle of COVID communications - from initial crisis response, informing and engaging during uncertainty, through our employees’ return to on-site work in many locations globally. Our integrated approach across corporate communications (Media and Investor Relations), Digital Marketing (blogs, social media, video content) and Brand Campaigns has led to breakthrough results.
We saw an extraordinary response from:
- Micron team members: 92% rated their confidence in the company's future as "high"/"very high"
- Prospective employees: recruits were more likely to choose Micron as an employer thanks to our strong position to care for our employees with financial assistance, a 90-day no-layoff pledge in 2020 and counseling and support resources.
- Media: we were recognized as one of “50 Companies That Care” by People Magazine and in numerous articles
- Investors: we received accolades from financial analysts and numerous institutional investors
- Community Partners: Micron was recognized by state and local governments, chambers of commerce and community organizations across the US, China, Italy, India, Japan, Germany, Singapore, Taiwan and Malaysia for our fast and robust relief efforts.
- Social Media Followers: from April – August we were publishing COVID related content daily, and found that it was performing around 8x our usual benchmarks, with our most successful post ever (over 13,000% of our usual views!) when we shared that we had reached over $10M in employee and matching giving in 2020.
- Micron team members: 92% rated their confidence in the company's future as "high"/"very high"
- Prospective employees: recruits were more likely to choose Micron as an employer thanks to our strong position to care for our employees with financial assistance, a 90-day no-layoff pledge in 2020 and counseling and support resources.
- Media: we were recognized as one of “50 Companies That Care” by People Magazine and in numerous articles
- Investors: we received accolades from financial analysts and numerous institutional investors
- Community Partners: Micron was recognized by state and local governments, chambers of commerce and community organizations across the US, China, Italy, India, Japan, Germany, Singapore, Taiwan and Malaysia for our fast and robust relief efforts.
- Social Media Followers: from April – August we were publishing COVID related content daily, and found that it was performing around 8x our usual benchmarks, with our most successful post ever (over 13,000% of our usual views!) when we shared that we had reached over $10M in employee and matching giving in 2020.
Micron COVID-19 Playbook
Written and designed by my team, published in 5 languages
https://www.micron.com/covid-19-global-response/playbook
https://www.micron.com/covid-19-global-response/playbook
Employee Communications
My team and I created a dedicated intranet page featuring over 150 pieces of content, averaging 2x our benchmark views per article, and launched and produced a weekly CEO virtual town hall series averaging over 5,000 attendees per session.
